Common Sales Mgt. Roles

Below are the typical sales management roles used by most companies. Note that the titles used below are for illustrative purposes, and that some companies use the term "sales" and the term "marketing" interchangeably. In many small and medium size companies, the sales management roles used are typically combined with the corresponding marketing marketing roles and are staffed by one person.

Lead Sales Rep
This role is primarily a Senior Sales Rep role that includes a personal sales quota and some management responsibilities. Typical examples of these management responsibilities include the training of new Sales Reps, being an active participant in the planning process, or being responsible for managing some marketing activities. The variable compensation component for this role is primarily based on individual sales performance. This role would typically include a higher salary component than regular Sales Reps. 

Part Time Sales Manager
This role can be similar to a Lead Sales Rep role except that its title references a management position. The variable compensation component is still primarily based on individual sales performance.

A variation of this role is found when it is a secondary role to other management responsibilities such as being General Manger or President. The variable compensation component is primarily based on the other management responsibilities.

Full Time Sales Manager
This role involves the hiring, training, and direct management of a team of Sales Reps. The typical number of Sales Reps managed by each Sales Manager can range from 5 -15 based on the size and complexity of the targeted sales orders. The variable compensation component for this role is primarily based on the sales performance of the entire team. This primary focus of this role is on the execution of the overall sales plan.

Vice President of Sales 
This role typically involves defining the key management goals and key performance measurements, the development of all sales plans, the development of all sales compensation plans, defining the primary product/service offerings, and defining the primary target markets. It also includes defining the optimal sales process and defining the requirements for all required sales collaterals. The variable compensation component is primarily based on actual performance against the overall sales plan. For an overview of the components of an effective sales plan see Planning Services.

Some companies also view these roles as sales management roles:

Marketing Manager
This role typically involves the hiring, training, and management of all marketing resources, and the  the management of all related marketing campaigns. The primary focus of this role is on the execution of the overall marketing plan. The compensation for this role typically includes a salary plus bonus based on overall sales results.

Vice President of Marketing
This role typically involves the development of all components of the marketing plan. This plan would normally addresses creating and branding the company image, branding the targeted product lines, and developing lead generation plans. It also includes the development of all sales collaterals requested by the VP - Sales. In some instances, it can also include defining the primary product/service offerings, and defining the primary target markets. Compensation for this role typically involves a salary plus bonus based on the actual performance against the overall marketing plan.

In smaller companies the corresponding sales and marketing roles can be combined and assigned to one person.